AR Classics: Melissa Ruby’s analyst relations myths

Seattle’s Melissa Ruby wrote this for the Washington Institute of Technology magazine almost ten years ago. Then analyst relations manager for Intermec, the Honeywell business, Mel’s prior background at Edelman brought a strategic messaging approach to her AR work. Since then she’s deepened her reputation in the AR community as someone with a strong focus on demand Read more about AR Classics: Melissa Ruby’s analyst relations myths[…]

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AR Classics: Paul Allen on EMEA analysts’ perspective

In Q1 and Q2 2005, Paul Allen conducted research with 50 EMEA analysts across the leading analyst houses into exactly what they thought of both technology vendors and PR/AR agencies. Back then Paul and I were working from the Lighthouse & Rainier office in Palladium House. Paul found that agencies have much to learn about delivering analyst relations Read more about AR Classics: Paul Allen on EMEA analysts’ perspective[…]

AR Classics: What the arrival of HFS Research tells us about freemium

In September 2014 Phil Fersht at HfS Research published some charts which showed its lead position as the firm had increased the most in influence over the preceding year. That’s all the more notable an accomplishment because it’s the second year they have had that position [in the Analyst Value Survey, which in 2014 was Read more about AR Classics: What the arrival of HFS Research tells us about freemium[…]

Gartner Market Opportunity slide

AR Classics: Vicky Griffith’s ten tips to increase sales

Vicky Griffith, who succeeded me as director of analyst relations at Brodeur in 2002, shared these ten tips to increase sales on the Pleon website in 2005, when she was still Vicky Steel. Pleon is now long gone, so I thought I’d share the article. It’s still useful. Decision making is not getting any easier – Read more about AR Classics: Vicky Griffith’s ten tips to increase sales[…]

AR Classics: How analysts influence the Buyer Decision Process

Symantec’s EMEA comms leader Caroline Dennington and recent Gartner alum Samyr Jriri gave an impressive presentation today about analysts’ impact on sales. Context is key: analysts are increasingly stretched, something reflected by the increasing frequency with which some firms are taking complaints to Gartner’s Ombudsman, and making similar appeals at other firms. Dennington, who previously Read more about AR Classics: How analysts influence the Buyer Decision Process[…]

AR Classics: Netscout unwisely sues Gartner for “Pay for Play”

Yesterday a Boston Globe website reported Netscout’s case against Gartner, making public the allegations that Gartner’s research harmed Netscout’s reputation in retribution for Netscout’s refusal to increase its investment in Gartner services. While the case is not a re-run of ZL Technology‘s ill-fated case against Gartner, it is unlikely to win in court, change Gartner or improve Netscout’s Read more about AR Classics: Netscout unwisely sues Gartner for “Pay for Play”[…]

AR Classics: Get Ahead of Analysts: The Murphy Approach

For several years in the 1990s I shared a household with an old golden retriever named Murphy. Murphy had ESP. He’d know exactly where one of us would want to be in five minutes. He would position himself right there, in the way. It didn’t matter if the place was the refrigerator, the best chair Read more about AR Classics: Get Ahead of Analysts: The Murphy Approach[…]

AR Classics: AR is often out of line with analyst realities in Asia-Pacific

When Efrem Mallach and I presented Analyst Attitude Survey data at the AR Forum in London, we saw that one of the top issues for many AR teams continues to be understanding analysts in growth markets, and especially in the Asia-Pacific (APac) region. Efrem was this challenge when he ran similar surveys in the 1990s Read more about AR Classics: AR is often out of line with analyst realities in Asia-Pacific[…]

The structure of Market Intelligence

AR Classics: What role does analyst insight have in market intelligence?

Analyst relations teams can have quite a disconnect from the market intelligence and customer insight processes in companies. There’s a substantial opportunity: industry analysts can give you unique insight into your company, your clients, competitors and the regulatory environment. Furthermore, analyst relations managers are also observing the broad range of topics that relevant analysts are Read more about AR Classics: What role does analyst insight have in market intelligence?[…]

AR Classics: Influencing the Influencers (2001)

Analyst relations programs: Influencing the influencers [Brodeur News, the information service of what was then the world’s largest high-tech PR agency, published this article in November 2001.] Who are the analysts? With worldwide technology spending on the wane, companies are becoming increasingly cautious when buying from high tech vendors – or investing in high tech Read more about AR Classics: Influencing the Influencers (2001)[…]

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AR Classics: Negotiating the rising value of Gartner subscriptions

Most vendors that subscribe to Gartner are being offered expanded services. Their proposed fees are also growing, often by 50%, 100% or 150%. We have observed some common tactics and experiences within its client base. However, the central pressures are not in dealing with Gartner: the severe difficulty for AR directors and other Gartner clients Read more about AR Classics: Negotiating the rising value of Gartner subscriptions[…]

AR classics: Developing an Ideal "Analyst Relations Process Model"

We continue to campaign about the need for an “Analyst Relations Process Model”. The basic idea is that there are five key activities in AR. Most firms are not addressing the complete set of tasks. Not all of them are reflecting common practice or best practice. Few have stable and repeatable workflow process. These three Read more about AR classics: Developing an Ideal "Analyst Relations Process Model"[…]